O mito nas narrativas visuais do ativismo ambiental no Instagram

 Elisenda Ardèvol, Barcelona (Espanha)

 Sandra Martorell, Valencia (Espanha)

 Gemma San-Cornelio, Barcelona (Espanha)

https://doi.org/10.3916/C68-2021-05

Palavras chave

Mitos, memes, ativismo, sustentabilidade, Instagram, influenciadores

Resumo

As imagens fazem parte das estratégias e práticas comunicativas dos poderes hegemônicos e do ativismo político. Recentemente a imagem foi incorporada no estudo dos movimentos sociais, destacando a importância do ativismo visual nas redes sociais e suas novas formas de narrativa. No entanto, a relação entre essas narrativas visuais e as estruturas mitológicas, e como elas operam para mobilizar a mudança social, tem sido explorada com menos profundidade. Neste artigo vamos analisar o papel das imagens meméticas no ativismo ambiental em redes sociais e como podemos entendê-las sob uma perspectiva antropológica como mitos ou narrativas que propõem um modelo para perceber, compreender, julgar e agir no mundo. Vamos nos basear em pesquisas em andamento sobre «eco influenciadores» no Instagram, tomando como objeto de análise memes ambientais caracterizados por adotar oposições binárias entre um «antes» e um «depois». Esse contraste estabelece uma narrativa temporal e uma projeção de futuro, o que implica uma relação de causa e efeito e uma avaliação moral de nossa ação no mundo. Argumentaremos que, no caso do meme ambiental, a abordagem a partir do mito nos ajuda a entender seu desempenho na articulação da ordem cósmica, social e pessoal, na medida em que harmoniza as ações humanas com uma ordem cósmica, ao mesmo tempo que projeta imagens dessa ordem cósmica no plano da experiência humana.

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Technical information

Recebido: 27-12-2020

Revisado: 04-02-2021

Aceite: 15-02-2021

OnlineFirst: 15-04-2021

Data de publicação: 01-07-2021

Tempo de revisão do artigo: 39 dias | Tempo médio de revisão do número 68: 37 dias

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